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@petecampbell [email protected] The Big Search Opportunity You Don’t Even Realise You're Missing

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Page 1: Create - Day 1 - 11:55 - "The Big Search Opportunity You Don’t Even Realise You're Missing"

@petecampbell [email protected]

The Big Search Opportunity You Don’t Even Realise You're Missing

Page 2: Create - Day 1 - 11:55 - "The Big Search Opportunity You Don’t Even Realise You're Missing"

@petecampbell [email protected]

THE FUTURE OF GOOGLE SEARCH

Page 3: Create - Day 1 - 11:55 - "The Big Search Opportunity You Don’t Even Realise You're Missing"

@petecampbell [email protected]

THE STAR TREK COMPUTER

Page 4: Create - Day 1 - 11:55 - "The Big Search Opportunity You Don’t Even Realise You're Missing"

@petecampbell [email protected]

“The destiny of [Google search] is to become the Star Trek computer, and that’s what we are building” Amit Singhal – Google SVP Search, 2013

Page 5: Create - Day 1 - 11:55 - "The Big Search Opportunity You Don’t Even Realise You're Missing"

@petecampbell [email protected]

“You could ask it a question and it would tell you exactly the right answer, and sometimes it would tell you things you needed to know in advance, before you could ask it.” Amit Singhal – Google SVP Search, 2013

Page 6: Create - Day 1 - 11:55 - "The Big Search Opportunity You Don’t Even Realise You're Missing"

@petecampbell [email protected]

WE’RE GETTING THERE ALREADY!

Page 7: Create - Day 1 - 11:55 - "The Big Search Opportunity You Don’t Even Realise You're Missing"

@petecampbell [email protected]

OK GOOGLE SEARCH WITHOUT THE KEYBOARD

Page 8: Create - Day 1 - 11:55 - "The Big Search Opportunity You Don’t Even Realise You're Missing"

@petecampbell [email protected]

KNOWLEDGE GRAPH TELLS YOU EXACTLY THE RIGHT ANSWER

Page 9: Create - Day 1 - 11:55 - "The Big Search Opportunity You Don’t Even Realise You're Missing"

@petecampbell [email protected]

GOOGLE NOW TELLS YOU THINGS IN ADVANCE

Page 10: Create - Day 1 - 11:55 - "The Big Search Opportunity You Don’t Even Realise You're Missing"

@petecampbell [email protected]

HOW FAR WE’VE COME GOOGLE’S ‘MIND-READER’ APRIL FOOLS PRANK

Page 11: Create - Day 1 - 11:55 - "The Big Search Opportunity You Don’t Even Realise You're Missing"

@petecampbell [email protected]

THE SHIFT TO MOBILE

Page 12: Create - Day 1 - 11:55 - "The Big Search Opportunity You Don’t Even Realise You're Missing"

@petecampbell [email protected]

“More Google searches

take place on mobile

devices than on

computers in 10

countries including the

US and Japan.” ”

Jerry Dischler, Google VP, May 2015

Page 13: Create - Day 1 - 11:55 - "The Big Search Opportunity You Don’t Even Realise You're Missing"

@petecampbell [email protected]

BUT MOBILE USERS PREFER APPS OVER BROWSERS

Page 14: Create - Day 1 - 11:55 - "The Big Search Opportunity You Don’t Even Realise You're Missing"

@petecampbell [email protected]

“Discover has been driving millions of pageviews per day for its partners”

SNAPCHAT DISCOVER CAUSES A REVOLUTION 50% GROWTH IN MOBILE DATA USAGE

Page 15: Create - Day 1 - 11:55 - "The Big Search Opportunity You Don’t Even Realise You're Missing"

@petecampbell [email protected]

FACEBOOK INSTANT DITCHES THE BROWSER IN-APP ARTICLES

“Instant Articles load 10x faster than the mobile web”

Page 16: Create - Day 1 - 11:55 - "The Big Search Opportunity You Don’t Even Realise You're Missing"

@petecampbell [email protected]

THE CHALLENGE FOR SEO

Page 17: Create - Day 1 - 11:55 - "The Big Search Opportunity You Don’t Even Realise You're Missing"

@petecampbell [email protected]

1 IN 4 SEARCHES FEATURE THE KNOWLEDGE GRAPH

Page 18: Create - Day 1 - 11:55 - "The Big Search Opportunity You Don’t Even Realise You're Missing"

@petecampbell [email protected]

PPC & ANSWER BOXES 0% ORGANIC SERP’S

Page 19: Create - Day 1 - 11:55 - "The Big Search Opportunity You Don’t Even Realise You're Missing"

@petecampbell [email protected]

HOTEL KNOWLEDGE GRAPH

Page 20: Create - Day 1 - 11:55 - "The Big Search Opportunity You Don’t Even Realise You're Missing"

@petecampbell [email protected]

ORGANIC SERP CLICKS ARE FALLING

0

5

10

15

20

25

30

35

40

45

2006 2010 2014

% C

TR

POSITION 1 CLICKTHROUGH RATE %

Page 21: Create - Day 1 - 11:55 - "The Big Search Opportunity You Don’t Even Realise You're Missing"

@petecampbell [email protected]

GOOGLE SEARCHES ARE ALSO FALLING

Source: Google Official History, Comscore, Statistic Brain Research Institute

2.04

2.06

2.08

2.1

2.12

2.14

2.16

2.18

2013 2014

Tri

llio

ns

ANNUAL GOOGLE SEARCHES

Page 22: Create - Day 1 - 11:55 - "The Big Search Opportunity You Don’t Even Realise You're Missing"

@petecampbell [email protected]

MicroData Markup (JSON-LD & HTML)

Push & Resyndicate Content via APIs Open Graph Tags

Google Now Card Markup

Create App Version of Mobile Site

5 THINGS YOU CAN DO TO EMBRACE THE CHANGE

Page 23: Create - Day 1 - 11:55 - "The Big Search Opportunity You Don’t Even Realise You're Missing"

@petecampbell [email protected]

The Big Search Opportunity You Don’t Even Realise You're Missing

Page 24: Create - Day 1 - 11:55 - "The Big Search Opportunity You Don’t Even Realise You're Missing"

@petecampbell [email protected]

PETE CAMPBELL / KAIZEN •  Founder / Managing Director

•  Kaizen is a team Content Marketing & Technical SEO specialists

•  “Rising Star of the Year” (Travolution Awards)

•  6+ Years in Agency & In-House Roles

•  Built first website at 11

•  Ran several high-traffic video gaming sites

•  Proud owner of a Game Boy Colour

Page 25: Create - Day 1 - 11:55 - "The Big Search Opportunity You Don’t Even Realise You're Missing"

@petecampbell [email protected]

WARNING – CODE INCOMING

Page 26: Create - Day 1 - 11:55 - "The Big Search Opportunity You Don’t Even Realise You're Missing"

@petecampbell [email protected]

Get in Touch: @petecampbell [email protected] https://www.kaizensearch.co.uk/

DOWNLOAD THESE SLIDES KAIZENSEARCH.CO.UK/PMI2015

Don’t Panic!

Page 27: Create - Day 1 - 11:55 - "The Big Search Opportunity You Don’t Even Realise You're Missing"

@petecampbell [email protected]

MOST OF THE INTERNET LOOKS LIKE THIS TO GOOGLE

Page 28: Create - Day 1 - 11:55 - "The Big Search Opportunity You Don’t Even Realise You're Missing"

@petecampbell [email protected]

MICRODATA CAN SOLVE THIS PROBLEM

“A form of HTML mark-up

primarily used to help search

engines better understand a

web-pages content such as

company details, product

reviews and video”

Page 29: Create - Day 1 - 11:55 - "The Big Search Opportunity You Don’t Even Realise You're Missing"

@petecampbell [email protected]

BEFORE

DEPARTMENT STORE WEBSITE

Page 30: Create - Day 1 - 11:55 - "The Big Search Opportunity You Don’t Even Realise You're Missing"

@petecampbell [email protected]

AFTER

TOYS

CLOTHING CLEANING

BEDROOM

JUST PLAIN OLD CRAP

STORAGE

DEPARTMENT STORE WEBSITE

Page 31: Create - Day 1 - 11:55 - "The Big Search Opportunity You Don’t Even Realise You're Missing"

@petecampbell [email protected]

66% OF THE TOP 100K WEBSITES HAVE NO

MICRODATA https://www.similartech.com/categories/document-standard

Page 32: Create - Day 1 - 11:55 - "The Big Search Opportunity You Don’t Even Realise You're Missing"

@petecampbell [email protected]

WHY USE MICRO-DATA?

•  Increase CTR by 30%+

•  Gain SERPs for Semantic KW’s

•  Lower Bounce Rate by 10%+

Page 33: Create - Day 1 - 11:55 - "The Big Search Opportunity You Don’t Even Realise You're Missing"

@petecampbell [email protected]

THE MOST USED MICRODATA TYPES

OPEN GRAPH

33.7% SCHEMA

<12% * At least one tag https://www.similartech.com/categories/document-standard

Page 34: Create - Day 1 - 11:55 - "The Big Search Opportunity You Don’t Even Realise You're Missing"

@petecampbell [email protected]

SCHEMA

Page 35: Create - Day 1 - 11:55 - "The Big Search Opportunity You Don’t Even Realise You're Missing"

@petecampbell [email protected]

WHAT IS SCHEMA.ORG? I’LL LET THE KNOWLEDGE GRAPH TAKE THAT ONE

Page 36: Create - Day 1 - 11:55 - "The Big Search Opportunity You Don’t Even Realise You're Missing"

@petecampbell [email protected]

TWO WAYS TO IMPLEMENT SCHEMA.ORG

HTML JSON-LD * At least one tag https://www.similartech.com/categories/document-standard

Page 37: Create - Day 1 - 11:55 - "The Big Search Opportunity You Don’t Even Realise You're Missing"

@petecampbell [email protected]

BUT WHICH IS BETTER?

NERD FIGHT

Page 38: Create - Day 1 - 11:55 - "The Big Search Opportunity You Don’t Even Realise You're Missing"

@petecampbell [email protected]

JSON-LD

•  Lightweight & Efficient Code

•  Easiest to Implement: Copy & Paste

•  No HTML Knowledge Needed

•  Google Hinting at JSON-LD Preferred

•  Risk of Repeated Content within Code

•  Newer, Some Markup Still Being Defined

Page 39: Create - Day 1 - 11:55 - "The Big Search Opportunity You Don’t Even Realise You're Missing"

@petecampbell [email protected]

HTML MICRODATA

•  Better Supported

•  More Suitable for Longer-Form Content

Such as Reviews, Articles

•  Makes ‘Ugly-Looking’ Code

•  Requires HTML Knowledge

Page 40: Create - Day 1 - 11:55 - "The Big Search Opportunity You Don’t Even Realise You're Missing"

@petecampbell [email protected]

CONCLUSION

USE BOTH

Page 41: Create - Day 1 - 11:55 - "The Big Search Opportunity You Don’t Even Realise You're Missing"

@petecampbell [email protected]

Knowledge Graph (Organization)

Interactive Breadcrumbs

Sitelinks Search Box (SearchAction)

Blogs & Articles Star Ratings (AggregrateRating)

SCHEMA MARKUPS EVERY BRAND SHOULD BE USING

Page 42: Create - Day 1 - 11:55 - "The Big Search Opportunity You Don’t Even Realise You're Missing"

@petecampbell [email protected]

LOGO, PHONE NUMBER & SOCIAL MEDIA LINKS ‘ORGANIZATION’ SCHEMA

REQUIREMENTS

•  150px x 150px Logo •  Customer Service Number •  Social Media URLs

SUPPORTED SOCIAL PROFILES

•  Facebook •  Twitter •  Google+ •  Instagram •  YouTube •  LinkedIn •  Myspace •  Pinterest •  SoundCloud •  Tumblr

Page 43: Create - Day 1 - 11:55 - "The Big Search Opportunity You Don’t Even Realise You're Missing"

@petecampbell [email protected]

TEST YOUR MARKUP

https://developers.google.com/structured-data/testing-tool/

Page 44: Create - Day 1 - 11:55 - "The Big Search Opportunity You Don’t Even Realise You're Missing"

@petecampbell [email protected]

DISPLAY AN INTERACTIVE BREADCRUMB TRAIL ‘BREADCRUMB’ DATA VOCABULARY

REQUIREMENTS

•  Display a Visual Breadcrumb Trail to Users

On-Site Breadcrumb

Page 45: Create - Day 1 - 11:55 - "The Big Search Opportunity You Don’t Even Realise You're Missing"

@petecampbell [email protected]

ECOMMERCE? USE SITELINKS SEARCH BOX MARKUP ‘SEARCHACTION’ SCHEMA

REQUIREMENTS

•  An Internal Search Engine On Your Site •  Try Google Custom Search Engine if Needed

Page 46: Create - Day 1 - 11:55 - "The Big Search Opportunity You Don’t Even Realise You're Missing"

@petecampbell [email protected]

GIVE CONTEXT TO YOUR ARTICLES, BLOGS & GUIDES ‘ARTICLE’ SCHEMA

PUBLISHER NAME Dedicated SERPs Box

REQUIREMENTS

•  A Blog, duh!

Page 47: Create - Day 1 - 11:55 - "The Big Search Opportunity You Don’t Even Realise You're Missing"

@petecampbell [email protected]

USE CUSTOMER REVIEW DATA TO GAIN STAR RATINGS ‘PRODUCT/AGGREGATE RATING’ SCHEMA

REQUIREMENTS

•  Real-Customer Review Data •  No Data? Run an Incentive-Based Survey •  Testimonial Page

Page 48: Create - Day 1 - 11:55 - "The Big Search Opportunity You Don’t Even Realise You're Missing"

@petecampbell [email protected]

OPEN GRAPH TAGS

Page 49: Create - Day 1 - 11:55 - "The Big Search Opportunity You Don’t Even Realise You're Missing"

@petecampbell [email protected]

Max 80 Characters 66% Engagement Increase

1200 x 628 Pixels

USE A CTA BUTTON

Open Graph Tags

25 Characters Max

The Perfect

Facebook Open

Graph Box

Facebook Guidelines: http://on.fb.me/1JmMDTH Jeff Bullas: http://bit.ly/19VD8E9

Page 50: Create - Day 1 - 11:55 - "The Big Search Opportunity You Don’t Even Realise You're Missing"

@petecampbell [email protected]

TYPES •  Promoted Cards (No HTML Required)

•  Lead Gen - Capture Email •  Website - Drive Clicks to Content

•  Set Headline •  Social Image •  CTA Button

•  App Cards

•  Organic Cards •  Get Approved - http://bit.ly/1jjwSw5 •  Card Types

•  Summary + Summary Image •  Product •  Photo / Video •  Apps

USING TWITTER CARDS TO INCREASE TWEET CTR META TAGS

Page 51: Create - Day 1 - 11:55 - "The Big Search Opportunity You Don’t Even Realise You're Missing"

@petecampbell [email protected]

TRY TWITTER CARD ANALYTICS

https://analytics.twitter.com/

Page 52: Create - Day 1 - 11:55 - "The Big Search Opportunity You Don’t Even Realise You're Missing"

@petecampbell [email protected]

GOOGLE NOW CARDS

Page 53: Create - Day 1 - 11:55 - "The Big Search Opportunity You Don’t Even Realise You're Missing"

@petecampbell [email protected]

GOOGLE NOW RELIES ON STRUCTURED DATA IN EMAILS

REQUIREMENTS

•  JSON-LD / SCHEMA markup within emails •  You’ll also see markup within Gmail directly

h"ps://developers.google.com/schemas/tutorials/embedding-schemas-in-emails

Page 54: Create - Day 1 - 11:55 - "The Big Search Opportunity You Don’t Even Realise You're Missing"

@petecampbell [email protected]

HTML CODE https://developers.google.com/schemas/reference/hotel-reservation

USES / VARIANTS

•  Basic Reservation Details •  Update/Cancel Reservation •  Business Details •  Customer Details

HOTEL BOOKINGS ‘LODGINGRESERVATION/BUSINESS’ SCHEMA

Page 55: Create - Day 1 - 11:55 - "The Big Search Opportunity You Don’t Even Realise You're Missing"

@petecampbell [email protected]

HTML CODE https://developers.google.com/schemas/reference/event-reservation

USES / VARIANTS

•  Basic Event Details •  Event Reminders •  Ticket / No Ticket Variants for Music & Sport •  Multiple Tickets •  Update/Cancel Event

EVENT TICKETS ‘EVENTRESERVATION’ SCHEMA

Page 56: Create - Day 1 - 11:55 - "The Big Search Opportunity You Don’t Even Realise You're Missing"

@petecampbell [email protected]

HTML CODE https://developers.google.com/schemas/reference/restaurant-reservation

USES / VARIANTS

•  Basic Restaurant Reservation •  Update/Cancel Reservation

RESTAURANT RESERVATIONS ‘FOODESTABLISHMENTRESERVATION’ SCHEMA

Page 57: Create - Day 1 - 11:55 - "The Big Search Opportunity You Don’t Even Realise You're Missing"

@petecampbell [email protected]

FLIGHT BOOKINGS & BOARDING PASSES ‘FLIGHTRESERVATION’ SCHEMA

HTML CODE https://developers.google.com/schemas/reference/flight-reservation

USES / VARIANTS

•  Flight Confirmation •  Boarding Pass •  Check-In •  Update / Cancel Flight •  Multi-Leg Flights •  Multiple Passenger Flights

Page 58: Create - Day 1 - 11:55 - "The Big Search Opportunity You Don’t Even Realise You're Missing"

@petecampbell [email protected]

PUSH & RESYNDICATION VIA API’S

Page 59: Create - Day 1 - 11:55 - "The Big Search Opportunity You Don’t Even Realise You're Missing"

@petecampbell [email protected]

NOTIFY VISITORS WHEN YOU PUBLISH A NEW BLOG POST CHROME & SAFARI PUSH NOTIFICATIONS

Desktop Notification

Mobile Notification

https://goroost.com/

Page 60: Create - Day 1 - 11:55 - "The Big Search Opportunity You Don’t Even Realise You're Missing"

@petecampbell [email protected]

GET READY FOR IOS9 APPLE NEWS

SIGNUP FOR NEWS PUBLISHER

https://www.icloud.com/newspublisher/

Page 61: Create - Day 1 - 11:55 - "The Big Search Opportunity You Don’t Even Realise You're Missing"

@petecampbell [email protected]

MOBILE APP WRAPPER

Page 62: Create - Day 1 - 11:55 - "The Big Search Opportunity You Don’t Even Realise You're Missing"

@petecampbell [email protected]

SPOT THE DIFFERENCE?

BROWSER VS APP

Page 63: Create - Day 1 - 11:55 - "The Big Search Opportunity You Don’t Even Realise You're Missing"

@petecampbell [email protected]

TURN YOUR RESPONSIVE WEBSITE INTO AN APP USE PHONEGAP OR CORDOVA

http://phonegap.com/about/ http://cordova.apache.org/

Page 64: Create - Day 1 - 11:55 - "The Big Search Opportunity You Don’t Even Realise You're Missing"

@petecampbell [email protected]

GET READY

Page 65: Create - Day 1 - 11:55 - "The Big Search Opportunity You Don’t Even Realise You're Missing"

@petecampbell [email protected]

MicroData Markup (JSON-LD & HTML)

Push & Resyndicate Content via APIs Open Graph Tags

Google Now Card Markup

Create App Version of Mobile Site

IMPLEMENT ALL OF THIS

Page 66: Create - Day 1 - 11:55 - "The Big Search Opportunity You Don’t Even Realise You're Missing"

@petecampbell [email protected]

GET DISCOVERED BY THE STAR TREK COMPUTER

Page 67: Create - Day 1 - 11:55 - "The Big Search Opportunity You Don’t Even Realise You're Missing"

@petecampbell [email protected]

& EARN 1 MILLION VISITS!!

Page 68: Create - Day 1 - 11:55 - "The Big Search Opportunity You Don’t Even Realise You're Missing"

@petecampbell [email protected]

BACK UP PLAN?

Page 69: Create - Day 1 - 11:55 - "The Big Search Opportunity You Don’t Even Realise You're Missing"

@petecampbell [email protected]

Get in Touch: @petecampbell [email protected] https://www.kaizensearch.co.uk/

DOWNLOAD THESE SLIDES KAIZENSEARCH.CO.UK/PMI2015

Thank You!